Braze, Inc.

Braze is a very complete tool from a CRM and CDP point of view. Braze offers several features, mainly in the segmentation area, and also for communication automation. One of the most interesting cases was doing an integration using Braze while unifying other paid media platforms. Through some of them, we were able to build more complete journeys where we could track the entire user journey end-to-end. From the moment the user was captured through a paid media campaign, we knew which campaign it was, and from there we were able to develop specific tracks depending on the interest that this user, this lead, this potential customer, showed us. One of the most interesting features in Braze is that you can follow the user from the beginning to the end of their journey.

During a media campaign, a Black Friday campaign, we needed to warm up our audience and understand which audience actually showed a very strong interest in signing up. So, a month before Black Friday, we ran paid media lead-capture campaigns. From this interest in the tools they had, we started to segment this audience by stage in the journey, stage in their career, and the content they had shown interest in. We encouraged the user to download and try out the trial that the platform offered. With these leads already warmer, we excluded them from paid media campaigns and worked heavily with CRM. Only after several contacts and if they still had not made the purchase would we send them back to paid media. This generated very positive results, the CRM channel grew a lot and paid media was able to save a lot on CAC.

The use of Braze's Canvas and the different integrations you can make has been beneficial. In this case it was with Google and Meta Ads and TikTok Ads, but Braze itself offers several other integration features. Being able to connect different data sources in one single place is one of the richest features that Braze offers.

The real-time segmentation option and Canvas are very valuable. Real-time segmentation impacts my campaigns and results on a day-to-day basis as it is essential because the data update is in real time. I can be sure that the audience I am communicating with is at the stage where I designed and wanted them to be. This is very useful for running real-time campaigns, hyper-segmentations, and hyper-personalizations.

In terms of conversion, using Braze made the CRM channels gain greater visibility. We became the third largest acquisition channel, losing only to paid media. Especially regarding engagement, the CTR of our campaigns also improved a lot. Since we used different tools to send messages across different channels, SMS, push, email, among others, when we unified everything in Braze, we were able to set up more complex and more complete journeys as well. We began to better map user behavior, develop better content, and understand which were the best channels to use depending on the campaign's objective. We went from about three percent engagement on average per channel to around eight to ten percent overall CTR.

I cannot think of any feature at the moment that can be improved in Braze.

I have been using Braze for three years.

Braze is stable in my experience.

Braze's scalability in my organization is very good since it was able to meet our needs, both in terms of features and data. As we grew, Braze already adapted to this new reality.

Braze's customer support is very good. Every time I needed it, the content that was already available was very good. In the case of any technical problem, in a very short time, the Braze team already had support in Portuguese, which helped a lot. In a few hours, I already had an answer.

I was previously using a different solution, RD Station, which was a Brazilian tool, but it was no longer meeting our growth needs.

The process of integrating Braze with the other tools and systems I use was relatively simple and did not require a lot of technical work. Even I, who am not related to the technical side, was able to do a good part of the integrations. Only in very rare cases was it necessary to call the data engineering team.

The advice I would give to other people who are thinking about using Braze is to consider the cost aspect and whether Braze is really right for the moment your company is in, its relationship with data, and how it uses data. Braze is a very complex tool, but it is also not one of the cheapest tools out there. If you are not at the ideal moment to scale or grow, you may end up paying for an excellent tool but underusing it. It is important to assess this issue or even the opposite, if you have a very large volume, you need to study this beforehand so you do not get surprised when the bill arrives, with how much you are going to use the tool. I would rate my overall experience with Braze at a ten out of ten.